Define business objectives while investing in an analyst

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 13, 2020, 6:21 AM UTC

Then set expectations and proactively measure the success from the engagement.

This article argues that an analyst relationship ROI is often second-guessed and the debate intensifies around the time of renewals. The author says that while deciding whether to invest in an analyst, businesses must start by defining their objectives, such as gathering market insights, getting feedback on the intended market plan or product road map, and more.

They must outline these objectives and be proactive in managing the deliverables. Marketers must then determine what they have to forego buying to achieve a similar impact on the business.

Brands should also define or approximate the market overlap by understanding the “true coverage” of the analyst’s sphere of influence as compared to their target audience. Marketers must recognise the difference between a paid analyst engagement, and the right analyst knowing the brand’s story.

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